Taste Drives Coffee Purchases

A recent Harris Poll of
about 2500 U.S. adults surveyed in February found that taste is the top factor
in determining where coffee and tea buyers purchase beverages. The survey found
that more than 70% of 18-35 year-olds purchase coffee or tea drinks. Three in five
buyers said the shop they most frequently visit is their favorite, while two in
five visit the most convenient place to get coffee or tea. Almost eighty
percent rate taste as a very important factor in deciding where to buy a
beverage, more than 20 percentage points higher than any other factor,
including price. Our own personal survey says nothing is better than European coffee made at home!